social media marketing 社群網路行銷

Social Media Marketing社群網路行銷

1

1022SMM09TLMXJ1A (MIS EMBA)

Mon 12,13,14 (19:20-22:10) D504

行動 APP 行銷 (Mobile Apps Marketing)

Min-Yuh Day戴敏育

Assistant Professor專任助理教授

Dept. of Information Management, Tamkang University淡江大學資訊管理學系

http://mail. tku.edu.tw/myday/2014-05-05

Tamkang University

http://mail.tku.edu.tw/myday/

http://mail.tku.edu.tw/myday/cindex.htm

http://www.im.tku.edu.tw/en_index.html

http://english.tku.edu.tw/index.asp

http://www.tku.edu.tw/

http://www.im.tku.edu.tw/

http://mail.tku.edu.tw/myday/

週次 (Week) 日期 (Date) 內容 (Subject/Topics)1 103/02/17 社會網路行銷課程介紹

(Course Orientation of Social Media Marketing)2 103/02/24 社群網路商業模式 (Business Models of Social Media) 3 103/03/03 顧客價值與品牌 (Customer Value and Branding)4 103/03/10 社群網路消費者心理與行為

(Consumer Psychology and Behavior on Social Media)

5 103/03/17 社群網路行銷蜻蜓效應 (The Dragonfly Effect of Social Media Marketing)

6 103/03/24 社群網路行銷個案研究 I (Case Study on Social Media Marketing I)

7 103/03/31 教學行政觀摩日 (Off-campus study)8 103/04/07 行銷傳播研究 (Marketing Communications Research)9 103/04/14 社群網路策略 (Social Media Strategy)

課程大綱 (Syllabus)

2

週次 (Week) 日期 (Date) 內容 (Subject/Topics)10 103/04/21 期中報告 (Midterm Presentation)11 103/04/28 社群網路行銷計劃 (Social Media Marketing Plan)12 103/05/05 行動 APP 行銷 (Mobile Apps Marketing)13 103/05/12 社群網路評量指標 (Social Media Metrics)14 103/05/19 社群網路行銷個案研究 II

(Case Study on Social Media Marketing II)15 103/05/26 社群網路海量資料分析

(Big Data Analytics of Social Media)16 103/06/02 端午節放假一天 (Dragon Boat Festival)(Day off) 17 103/06/09 期末報告 I (Term Project Presentation I)18 103/06/16 期末報告 II (Term Project Presentation II)

課程大綱 (Syllabus)

3

4Source: http://www.amazon.com/Mobile-Marketing-An-Hour-Day/dp/1118388445

Mobile App Solution

5http://www.agency1111.com/pages/services/

6Source: http://socialmediatoday.com/chris-horton/2201831/7-social-mobile-apps-marketers-should-know-about

Mobile App Marketing

Mobile In-Store Research-to-Purchase Path

7Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012

Research

Visit Store

Purchase

Visit Store

Research

Purchase

OR

Mobile Strategy


Environment

Customers Brand

+ Customer Demographics+ Customer Behaviors

+ Brand Goals+ Brand Assets

+ Marketplace Dynamics+ Competitive Situation+ Inspirational Brands

Traditional purchase funnel with mobile overlay


Sample Customer Journey Map


AwarenessAwareness EngagementEngagement ConsiderationConsideration ConversionConversion AdvocacyAdvocacy

Word of Mouth

In-store Mobile Redemption

SMS opt-in

Mobile SEO & Web

Mobile SEM

Post-purchase Mobile Share

OfflineOffline

OnlineOnline

Source: http://screenmediadaily.com/mobile-shopping-apps-are-helping-on-the-go-consumers-locate-deals-and-boost-retail-sales/

Online to Offline (O2O)

11Source: http://o2ointeractive.com/understanding-the-purchase-funnel-from-online-to-offline-and-back-again/

Mobile Readiness

• Awareness• Engagement• Consideration• Conversion• Loyalty


Mobile Marketing Tactic


QR codes In-storeQR codes In-store

Mobile AppMobile App

Opt-in SMS alertsOpt-in SMS alerts

Mobile Search engine marketingMobile Search engine marketing

Mobile Search engine optimizationMobile Search engine optimization

Mobile websiteMobile website

Mobile Marketing Plan


1 2 3 4 5 6 7 8 9 10 11 12

Mobile web site development & SEO

Mobile web site development & SEO

Awareness integration into Twitter & Facebook

Awareness integration into Twitter & Facebook

Desktop website awareness elementsDesktop website awareness elements

SMS short code acquisition and provisioning

SMS short code acquisition and provisioning SMS Test CampaignsSMS Test Campaigns

iOS App planning based on mobile website learnings

iOS App planning based on mobile website learnings

In-store QR pilotIn-store QR pilot

QAQA

Mobile search engine marketing with hyperlocal, click to call and offersMobile search engine marketing with hyperlocal, click to call and offers

Mobile App Content Strategy: Ongoing Engagement


Content Strategy =

Engagement

Research

Active Listening

TestingCompetitive analysis and

industry insights

Monitoring conversations in key social media about a brand/app.

Testing app prototypes with groups of target users to

validate content

and functionality

Mobile App Media Strategy: awareness and downloads


Media Strategy =

Downloads

Paid Media

Owned Media

Earned MediaTargeted mobile

advertising campaigns

generate the high-volume downloads required to

achieve rank

Brand Web site and branded content and social media

Blogs, directories,

email, PR, and other earned

channels promoted

awareness and brand advocacy

The symbiotic relationship between paid, earned, and owned media

in the mobile app ecosystem


LAUNCH 1 2 3 4 5 6 7 8 9 10 11 12

Ongoing tracking, conversation monitoring and analysis

Paid

Earned & Owned

Earned & Owned

Earned & Owned

Earned & Owned

Earned & Owned

Paid Paid Paid Paid Paid

Earned & Owned

18Source: https://www.youtube.com/watch?v=w9GtsR8FG8w

Mobile Apps MarketingO2O Commerce

(Online-to-Offline)(Offline-to-Online)


19http://socialmediatoday.com/allenbrayan/639131/mobile-app-marketing-how-reach-million-users-no-time

Make your

Mobile App Global.

But Think Local.

20http://socialmediatoday.com/allenbrayan/639131/mobile-app-marketing-how-reach-million-users-no-time

Mobile Apps• Mobile apps have become the official channel to drive content

and services to consumers. • From entertainment content to productivity services, from

quantified-self to home automation, there is an app for practically anything a connected consumer may want to achieve.

• This connection to consumer services means users are constantly funneling data through mobile apps.

• As users continue to adopt and interact with apps, it is their data — what they say, what they do, where they go — that is transforming the app interaction paradigm

21Source: http://www.gartner.com/newsroom/id/2654115

22Source: http://www.intellectsoft.co.uk/mobile-app-marketing.html



• Keywords research and implementation• App description creation / optimization• Creation of Press release featuring app and its functions

overview• Facebook and twitter account creation• Press release submission to App Review websites: iPhone app

(300+ websites) / Android app (80+ websites)• Consulting and advise on launch strategy• Report upon marketing campaign completion• Timing: 4-5 business days


25

Mobile Apps Marketing

Silver Gold PlatinumFrom $599 From $999 From $1399

Per Month Per Month Per Month

Social Media Initial Facebook Account Setup Yes Yes Yes

Facebook Fan Page Setup for Apps Yes Yes Yes

Facebook Likes 20 40 80

Facebook Friends Yes Yes Yes

Wall Posting (Per Month) 15 25 50

Twitter Account Setup for Apps Yes Yes Yes

Twitter Profile Design Yes Yes Yes

Twitter Followers Mothly Basis 50 100 150

Tweets per Month 15 25 50

Linkedin Profile Creation for Apps Yes Yes Yes

Weekly Linkedin Profile Updates Yes Yes Yes

Posting per Month 10 20 30

Google+ Account Set-Up for Apps Yes Yes Yes

Post regular updates Yes Yes Yes

Google+ Followers Yes Yes YesSource: http://www.infoicontechnologies.com/mobile-apps-marketing.php

26


Silver Gold Platinum

From $599 From $999 From $1399


Ad Network

Google Adwords No $300 $500

Google Adwords Account Setup No Yes Yes

Keyword Research and Selection No 10 20

Creative Ads Development No Yes Yes

Ad Scheduling Setup No Yes Yes

Bid Setup No Yes Yes

Google Analytics Setup No Yes Yes

Bidding Management No Yes Yes

Landing Page Review & Development No Yes Yes

Facebook Ad $200 $200 $300

Facebook Ad Setup and Optimization Services Yes Yes Yes

Facebook Paid Advertising Yes Yes YesSource: http://www.infoicontechnologies.com/mobile-apps-marketing.php

27


Silver Gold PlatinumFrom $599 From $999 From $1399


Organic Marketing

Apps Landing Page Optimization Yes Yes Yes

Promotion of Google play store page Yes Yes Yes

Unique Articles Creation 2 2 3

Article Submission 20 20 30

Approved Article Promotion 20 30 50

Following of relevant Pinners Yes Yes Yes

Social Bookmark of Approved Articles 10 10 15

Press Release Creation 2 2 3

Press Release Submissions 20 20 30

Approved Press Release Promotion Yes Yes Yes

Social Bookmark of Approved Press Releases 10 10 15

Classified Ad Creation No 1 2

Classified Ad Posting No 5 10Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

28http://blog.emobilez.com/2011/10/07/marketing-of-mobile-apps/

App Store Optimization (ASO)

Search Engine Optimization (SEO)

29

30Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php


• App Optimization of the User• Get the App Discovered• Acquiring the App Users


App Optimization of the User

• Improve the user’s name, keyword set and description

• Design an appealing app icon and to create compelling screenshots

• Produce a dynamically engaging video trailer• Develop an effective app landing page• Conduct market research


Get the App Discovered

• Browse and archive the TOP App Store ranking• Get benefited from the unbiased App Store

reviews• Get reviewed by the app-centric media• Generate leads and traffics through different

social media platforms• Acquire large scale PR push


Acquiring the App Users

• To drive application downloads in great volume

• To maintain your App Store ranking• To analyze your users' behavior to bring the

features accordingly• To grow organic installs• To establish an active social media presence


App Marketing

• Understand your Market• Make a Free or Paid App?• Become a Keyword Ninja • Mobile Ads• Applovin Ads in Mobile App• Playhaven Ads• The App Review process• Making money with In App Purchases (IAPS)

35http://www.amazon.com/Marketing-Money-iPhone-Chocolate-Development-ebook/dp/B00E3VTR4W

Mobile Apps MarketingO2O Commerce (Online-to-Offline)

36Source: https://www.youtube.com/watch?v=pEDsERv-rFA


37http://finance-startups.jp/2012/08/o2o-chaosmap/

38

Online to Offline (O2O) (Japan)

http://finance-startups.jp/2012/08/o2o-chaosmap/

Social Media Mobile Apps Marketing for Online to Offline (O2O)

39Source: http://internetmarketingmag.net/internet-marketing-strategy/how-to-complement-your-online-strategy-with-offline-media/

Online to Offline (O2O) Commerce

40http://coloradotravelmaster.com/summit-county-activities-network/

OnlineMarketing

Offline Marketing

- SEO- SEM- PPC- Website- App

QRCodes

- Brochures- Sales Letters- Advertisements


41http://daycaresuccess.com/2013/09/05/creative-strategies-to-make-marketing-better/

Online-to-Offline (O2O) Commerce

42http://www.conversationagent.com/2014/04/online-to-offline-commerce.html

Mobile Commerce

43Source: http://letstalkpayments.com/light-end-tunnel-omni-channel-retail/

44Source: http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

Inbound Marketing

47Source: http://www.hubspot.com/inbound-marketing

Fiksu Comprehensive Mobile App Marketing Ecosystem

48Source: http://www.fiksu.com/products-technology/comprehensive-mobile-app-marketing

49Source: http://www.mobyaffiliates.com/blog/mobile-app-promotion-market-map-infographic-2/

Mobile App Design Process

50Source: http://acrl.ala.org/techconnect/?p=2882

51http://gigaom.com/2013/12/08/the-continuing-evolution-of-the-mobile-business-app-ecosystem/

Mobile Marketing Landscape

52http://venturebeat.com/2013/12/06/a-great-appgame-is-required-but-not-sufficient-for-success-in-mobile-marketing/

53http://www.lumapartners.com/lumascapes/mobile-lumascape/

Mobile Advertising Ecosystem

54http://www.businessinsider.com/the-new-mobile-advertising-landscape-2013-11

References• Philip Kotler & Kevin Lane Keller, Marketing Management,

14th ed., Pearson, 2012• Lon Safko, The Social Media Bible: Tactics, Tools, and

Strategies for Business Success, 3rd ed., Wiley, 2012• Rachel Pasqua and Noah Elkin,

Mobile Marketing: An Hour a Day, Sybex, 2012

55

social media marketing 社群網路行銷

Documents